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A new case study has revealed what Liverpool could be earning from their shirt and sleeve sponsors according to ‘Fair Market Evaluations.’

In the context of sponsorship, fair market valuation is the amount of money that a team or event may reasonably anticipate earning for its sponsorship on the open market in the absence of any links to related parties.

To put it simply, it is a calculated and methodical estimate of what clubs should be earning based off of sponsors.

The Premier League’s Associated Party Transactions (APT) and Fair Market Value (FMV) regulations are designed to keep the league competitive by discouraging clubs from inflating sponsorship agreements with businesses connected to their owners.

This is legislation that Manchester City have challenged ahead of their expected November hearing for the alleged FFP charges.

Nike has been the club’s main kit supplier since the 2020-21 season, with the world-renowned brand keen to hop on Jurgen Klopp’s Premier League winning train.

But that is set to change, with the 2024/25 campaign being Nike’s last season before Adidas takeover the sponsorship rights.

Meanwhile, Standard Chartered has been a Liverpool constant and has been the main front kit sponsors since 2010.

In 2019, the consumer banking corporation extended the partnership to LFC Women as a way of strengthening the existing bonds.

With that in mind, let’s take a look at Liverpool’s fair market evaluation for their front and sleeve sponsor.

How much does it cost to be a Liverpool sponsor?

Finance website The Sponsor have released a detailed case study examining Premier League clubs and their estimated fair market value.

The ‘score card’ they used to determine the ranking is as follows:

“The Sponsor surveyed an audience of brand marketing executives from leading sponsors to ascertain the key qualities they look for when evaluating a sponsorship asset.

“The qualities are categorised into Reputation (history, quality, cultural relevance, infrastructure), Audience (reach, frequency, demographics, engagement) and Contribution (sustainability, community, development, fans).”

“The categories are compiled into a weighted scorecard recognising the additional importance all sponsors place on brand reach.”

Below is a table ranking the fair market value in comparison to the current sponsorship deal according to that methodology:

Credit: The Sponsor

As we can see, Liverpool sit at the top of the tree and are seen as the most valuable brand in English football at present.

But they are also missing out on potential earnings of £15 million, meaning Standard Chartered are getting good value for money.

The Sponsor write on the findings:

“Despite missing out on the Premier League title, Liverpool’s qualification for next season’s Champions League competition ensures the club and its sponsors, Standard Chartered, gain significant brand exposure next season.”

“Liverpool’s value as a sponsorship asset is not limited to their on-field success and media exposure.”

“Our research shows brands that partner with Liverpool benefit significantly from association with one of football’s most successful clubs.

“Furthermore, Liverpool is a culturally relevant football brand in terms of fan engagement, star power, and action towards social causes, something that sponsors place considerable value on.”

Meanwhile, Manchester City by far eclipses any other shirt sponsor in the Premier League for money received, with the reigning champions raking in £67.5 million compared to Liverpool’s £50 million deal.

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